A MEASURE OF MARKETING ORIENTATION IN HIGHER LEARNING INSTITUTIONS: A SCALE DEVELOPMENT STUDY

Abstract

The world is encountering various challenges and complexities. To many, successful operation in such an environment hinges upon being marketing oriented, which is also a challenge to many higher learning institutions (HLI). This study intended to devise the best scale that can be used to measure and operationalize marketing orientation in HLI contexts. A cross sectional survey design was adopted, and data were collected using a self-administered questionnaire from 739 respondents. Data were analysed by using Partial Least Square (PLS)-Structural Equation Modelling (SEM) with the assistance of SmartPLS 3.3.3. The analysis revealed the presence of necessary scale’s psychometric properties, hence confirming that Marketing Orientation Scale (MOS) is a relevant scale for utilization in the higher education context. This study recommends for HLI to adopt MOS as an important stage in making them marketing-oriented. The adoption and use of MOS have the potentials of generating many benefits for successful operations of HLI in the current era of many challenges.